The objective was simple when it came to redesigning Bicycle Times Magazine--take an existing magazine and transform it. Not only was I to transform the overall look  of the magazine, I also had to create a system of evident hierarchy where there was no discernible smidgen of hierarchy. I chose Bicycle Times, something I knew little about but did know that I lived with three bicycle enthusiasts. I started designing and researching with them in mind. A clean, crisp, and modern feel was the obvious aesthetic.  Clean colors, simple type treatment, minimalist images, and a smart use of whitespace were key in creating a modern and clean revamped magazine.